This year, BYD, a notable figure in the global automotive market, has recently faced a downturn. The extensive price reductions initiated on November 24th have raised concerns, as it is perceived to contradict the company’s earlier commitment to avoid participating in price wars. BYD is now under pressure to intensify its efforts to reach its annual sales target of 3 million vehicles.

According to multiple reports from Chinese media on November 25th, in an attempt to overcome this challenging situation, BYD has been taking frequent actions. Following a wave of promotional activities in early November, on 24th, dealers reportedly implemented large-scale price reductions, expanding cash discounts to various models such as Qin, Han, Tang, and Song, ranging from CNY 3,000 to 10,000.

The discounts on models like Qin PLUS DM-i and Qin PLUS EV are particularly significant, reaching up to CNY 10,000, with the starting price of Qin PLUS DM-i dropping to CNY 89,800.

BYD Chairman Wang Chuanfu emphasized at the end of August that he was confident in achieving the annual sales target of 3 million vehicles and would not engage in intense price wars within the industry.

The recent measures of BYD, involving two price reductions within a month, have sparked discussions. BYD stated on November 25th that this promotion is limited to the month and is not an official price reduction activity. Its purpose is to accelerate the transition from gasoline-powered cars to electric vehicles.

The market is closely watching whether BYD can achieve its annual target. BYD’s official Weibo account stated on November 24th that it took just over three months to go from 5 million to 6 million units of EVs, marking another milestone. Moreover, in October, the sales of new energy vehicles exceeded 300,000 vehicles for the first time, setting a new monthly record.

However, while BYD’s monthly sales continue to grow, the year-to-date sales growth has significantly declined. In the next two months, BYD’s sales still need to climb above the 300,000 mark to achieve the 3 million annual target. Industry insiders suggest that BYD’s recent price reductions may boost its sales target but are also expected to intensify market price competition.

In addition, BYD faces threats from local competitors. Recently, various forces in the Chinese auto market have made significant deployments. The Huawei Luxeed S7 is set to be launched on November 28, and Huawei showcased a video on the 24th demonstrating the autonomous parking function of the Luxeed S7, highlighting its powerful technological capabilities.

Furthermore, Xiaomi’s progress in the car manufacturing sector continues to advance, with its new car expected to debut in the first quarter of 2024. The competition in the Chinese new energy vehicle market is, without a doubt, increasing.

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• [News] Amid Chinese Car Price War, Tesla Takes a Step Back, while BYD Secures Sales Crown

Tesla initiated a price war in the Chinese market this year, forcing local manufacturers to confront the challenge. However, after nearly a year of intense competition, Tesla unexpectedly called a truce, while Chinese manufacturers led by BYD thrived in the fierce price war, turning adversity into opportunity.

According to a tally by Tencent News-affiliated media “Deep Web,” in the first two days of November, three Chinese automakers have already announced price reduction and promotion policies: BYD offers discounts ranging from CNY 5,000 to RMD 18,000 on five models; Leapmotor provides a maximum discount of CNY  10,000 across all models; Lynk & Co, under the Geely umbrella, offers a subsidy of CNY 6,000 for its Lynk 08 model. Since October, more than 10 car manufacturers have implemented price reduction and promotion policies.

Tesla Bucks the Trend with Price Increase

While several Chinese car manufacturers are engaging in a price war, Tesla is moving against the current by increasing prices. On November 9th, Tesla officially announced a price hike for the Model 3 Long Range version by CNY 1,500, bringing the total price to CNY 297,400. The Model Y Long Range version also saw a price increase of CNY 2,500, bringing the total to CNY 302,400.

This marks Tesla’s second price hike in nearly a month. On October 27th, Tesla China raised the price of the Model Y Performance version by CNY 14,000, resulting in an adjusted selling price of CNY 363,900. Additionally, the North American Tesla Model Y Long Range version also experienced a price increase of USD 500.

The report further indicated the industry analysis, suggesting that the previous round of price increases has already eroded Tesla’s profitability. Tesla’s third-quarter financial report, released in mid-October, revealed earnings and delivery volumes below Wall Street expectations. The gross profit margin was particularly impacted by the price war, reaching a four-year low of 17.9%.

BYD Secures Sales Crown in Chinese Car Price War  

In contrast to Tesla’s unexpected withdrawal from the recent price war, Chinese manufacturers are not only surviving but maintaining their ability to continue the battle. BYD, sitting comfortably as the global leader in new energy vehicle sales, reported a third-quarter net profit of CNY 11.54 billion.

Meanwhile, AITO revived its fortunes with the new M7 model, and XPeng Motors successfully returning to growth in sales.

Data indicates that BYD emerged as the winner in the first half of the price war, maintaining the top position in sales. Despite a decrease in unit revenue amid the price war, quarterly net profit per unit increased. In contrast, Tesla’s per-unit net profit has declined each quarter this year, reaching a global per-unit net profit of only CNY 31,300.

The overall gross profit margin trend and per-unit net profit trend of BYD and Tesla align. In the third quarter of this year, BYD achieved a historic high gross profit margin of 22.1%, while Tesla’s gross profit margin hit a near three-year low at 17.89%.

However, the price war is inevitably taking a toll on the industry, with multiple research institutions and investment banks predicting an increase in mergers and acquisitions, as well as bankruptcy reorganizations among Chinese new energy vehicle manufacturers in the future.

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• [NEWS] BYD Outpaces Tesla in Production, Securing the Crown in EV Sector

(Photo credit: BYD)

Luxshare, a crucial player in the Chinese Apple supply chain, is facing challenges in its Indian expansion plans due to the strained relations between China and India. Several Indian media outlets reported that Luxshare has revised its initial investment plan of $330 million, opting to forgo establishing manufacturing facilities in India, stating, “This decision is a setback for India.”

Following these reports, Luxshare clarified on the evening of the 20th that the mentioned reports are inaccurate, emphasizing that Luxshare has not made any $330 million investment decisions in India.

Akin to Taiwanese companies, Chinese companies have been establishing manufacturing facilities in India in recent years as Apple gradually diversifies its supply chain to Vietnam, India, and other locations, reported by ET Telecom. Earlier this year, the Indian government tentatively approved approximately 14 Apple suppliers from China, including Luxshare and Sunny Optical.

However, the condition for approval required these Chinese companies to form joint ventures with local businesses, becoming a hindrance for Chinese investments in India. As a result, some companies are exploring alternative locations. On November 9th, the Bac Giang Industrial Zones Authority in Vietnam announced that Luxshare would make an additional investment of $330 million to construct new production facilities in the province. Indian media interpreted this change in plans by Chinese companies as “India’s loss and Vietnam’s gain.”

In June of this year, Luxshare shareholders expressed concerns about the company’s recent challenges in India. However, Luxshare’s top management emphasized the necessity of comprehensive guarantees in investment, politics, customer relations, and other aspects before contemplating the establishment of manufacturing facilities in India. Currently, Luxshare remains focused on consumer electronics in Vietnam, while maintaining automotive and communication production lines in Mexico.

Chinese media also highlighted that, amid the current tensions in Sino-Indian relations, another major Apple supplier in China, BYD, is facing a similar situation. Previously, BYD planned to expand its presence in India and attempted to establish an iPad assembly line in February 2021. However, BYD announced that this investment had shifted to Vietnam in May, with plans to invest USD 184 million in the production of electronic components.

(Image: Luxshare)

According to Yahoo’s report, recent developments in China’s automotive industry, particularly the electric vehicle sector, have been a mixed bag. While some companies have reported impressive export performance and surging delivery volumes, the overall market has faced challenges due to weak consumer demand and intense price wars.

Even NIO, which had previously pledged to enhance efficiency without layoffs, recently announced a workforce reduction of approximately 10%, affecting around 3,000 employees. This unexpected move has sent shockwaves through the industry and suggests that a layoff storm may be approaching the Chinese automotive sector.

Amidst numerous recent developments in the Chinese auto market, the most widely discussed topic is the announcement by NIO’s Chairman, William Li, regarding a workforce reduction of approximately 10%, with specific adjustments to be completed by November.

NIO, known as a market favorite and listed in both the U.S. and Hong Kong, has been considered one of the leading players in China’s new force of automotive companies. However, it now finds itself in the challenging position of staff downsizing, signaling a potentially tough year-end for China’s automotive industry.

While NIO, XPeng, and Li Auto, often hailed as representatives of the new forces in China’s automobile industry, had been at the forefront, NIO’s performance in 2023 seems to be lagging behind its peers.

In contrast to Li Auto, which has seen ten consecutive months of rising sales figures this year, and XPeng, which achieved a 292% year-on-year increase in October and set its record for single-month deliveries, NIO’s performance has been more volatile. Since reaching a peak delivery volume of 20,462 vehicles in July, NIO has struggled to maintain a consistent delivery rate of 20,000 vehicles per month.

Additionally, NIO’s losses have continued to grow quarter by quarter, with the company posting over ¥20 billion in net losses over the past year. In the same period, Li Auto recorded nearly ¥2 billion in profits, while XPeng faced losses of nearly ¥10 billion. Consequently, NIO holds the distinction of being the leader in losses among the new energy vehicle manufacturers. NIO’s layoffs serve as a cautionary signal, highlighting the pressing need to cut costs and enhance efficiency.

Amid China’s economic slowdown and intensified market competition, NIO’s challenges represent just a microcosm of the broader Chinese automotive industry. It’s not just NIO; in 2023, several automotive companies have already begun layoffs or faced closures. Examples include Levdeo, which filed for bankruptcy; WM Motor, which already closed its doors; and Enovate, which announced a suspension of operations.

Furthermore, the chill in the market is also affecting automotive supply chain companies. An industry insider candidly revealed that except for BYD and Li Auto, most car manufacturers are in the process of downsizing, indicating that the Chinese automotive industry is currently experiencing a major shake-up and a fierce battle for survival.

(Photo credit: Pixabay)

On the 25th of October, the European Commission announced that, through a sampling method, it has selected three Chinese automakers: BYD, SAIC Motor, and Geely, to initiate an anti-subsidy investigation.

The EU had previously declared its intent to investigate electric vehicles originating from China earlier this month. However, due to the multitude of companies involved, the European Commission resorted to a sampling method to determine the specific targets of this inquiry.

This report was initially revealed by the trade publication “MLex,” which claimed that the EU seeks to establish a fair competitive environment for European electric vehicle manufacturers.

Furthermore, according to the South China Morning Post, despite Tesla shipping more electric cars from China to Europe compared to any other company, it is not among the companies being investigated by the European Union.

Additionally, if the EU’s investigation uncovers “subsidy evidence,” it will result in the calculation of corresponding “average anti-subsidy taxes,” which will apply to all electric vehicles imported from China, including prominent models produced in China such as Volkswagen, Tesla, BMW, and others. The three companies selected through the sampling method mentioned earlier will bear “individual responsibility” based on their respective subsidies.

BYD’s Executive Vice President, Stella Li, recently stated that despite the EU launching an anti-subsidy investigation into Chinese electric vehicles, BYD remains committed to driving strong growth for the company in Europe.

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• [News] BYD and BYD Electronic Expect Profits to More Than Double in the First Three Quarters

(Photo credit: BYD)